John McGarvey – web copywriter

I had an interesting conversation with a prospective client recently. They’re fairly new to the process of building a website and our discussion got me thinking about how much value a good copywriter actually offers.

As I explained what my copywriting service includes, I realised that much of what I take for granted hadn’t occurred to this client at all. That’s not unusual, and not a criticism – after all, my clients aren’t generally writers. That’s why they need my help.

However, there’s a common misconception that copywriting is just chucking words on a page and that anyone with a half-decent grasp of the written word can do it. Well, it isn’t. And they can’t. So here are six things of real value that should get when you commission a good web copywriter:

• Someone who understands that writing for the web is different to writing for other media – and then puts that knowledge into practice. Pasting a company brochure onto your website just isn’t going to cut it.
• An expert who takes time to understand what your website’s about, what your brand represents and what you’re trying to achieve. Everything they write should reflect these things.
• A willingness to challenge. You’re buying the expertise of a copywriter – a good one will say if they think your approach is wrong. (And then follow it anyway, if you can’t be convinced.)
• A bit of flexibility. When you build a website, things change as they come to life. And that usually means the copy needs changing too. It happens a lot. Because of this, you should get some flexibility when your site build doesn’t quite stick to the plan.
• Basic search engine optimisation, so your site has the foundations for a good ranking on Google. Generally, it means supplying good metadata (hidden information at the top of web pages), logical link text and keyword-rich content as standard.
• Attention to detail. Your copywriter should be happy to tweak titles so they fit on one line, edit paragraphs so they wrap nicely, and make sure terminology and capitalisation is consistent. These things really make a difference overall.

So you see, when you commission a copywriter, you really should expect more than a slapdash bit of writing on the page. They should take the time to understand where you’re coming from, then work to get you where to want to go – all the while applying their considerable knowledge and expertise to the task at hand.

That’s what makes good web copywriting worth paying for. And why it takes experience to be able to do it well.

I work from home a lot. As anyone in this position will tell you, sometimes it really helps to escape to a café or bar.

The change of scenery’s good, and with Wi-Fi it’s certainly possible to get out and about and stay productive.

One problem for me though: although my main laptop does everything I need, it’s pretty big, pretty heavy, and has a less-than-impressive battery life.

Working in the local café is no fun if your computer is too big for the table and there are three other people fighting for the same power outlet. So step forward my latest purchase: an Asus Eee 1005HA PC. It’s a netbook – a cheap, cut-down portable computer.

At £300, this one was a little more expensive than average, but nowhere near as expensive as some. I did lots of research before arriving at the conclusion that it was right for me. Here’s why I like it:

• The battery life is astonishing. If I switch to power save mode I can get seven or more hours out of it.
• Considering its size (tiny), the keyboard is excellent. I’ve been typing documents on it without any problems.
• It’s fast. Ok, so it’s not going to give your main PC a run for its money. But it’s more than adequate as a portable machine.
• It’s got Bluetooth, the latest Wi-Fi, a memory card reader and lots of USB connections. In short, I can plug most stuff into it.
• It’s small (of course). I barely notice it in my bag and the great battery life means I don’t always have to lug the power supply around.
• It looks pretty neat and manages to be sleek and stay functional. Asus do a lighter, more attractive model too, if that matters to you.

The downsides? Well, there are a few:

Continue reading ‘Writer’s review: Asus Eee 1005HA netbook’

Here’s a new regular feature for you. I read lots of other blogs and websites (you should see my Google Reader – it’s stuffed fuller than a busy Ryanair flight). So now I’m going to share the best bits with you.

I won’t restrict it to sites solely by or about other writers. I’ll include anything that looks interesting, as long as it seems vaguely relevant. I read a fair few tech blogs and do a lot of small business writing, so expect a bit of a bias in those general directions too.

Right, here goes…

• Michael Stelzner has put together his 2009/10 list of top ten blogs for writers. As with most lists of this sort, it seems pretty subjective (and it’s rather US-biased), but I reckon most of the sites on there are worth a read. Good place to start if your reading habits need a bit of a shake up.
• Microsoft has launched what I can only describe as an interesting marketing push for the new version of Windows. Seriously, watch this video, then see if you can work it out. If you do decide to hold a party (you’ll see what I mean), please invite me.
• I really rate Fritinancy, Nancy Friedman’s blog about naming, writing and other related gubbins. She’s done a great round up of sites that dissect Dan Brown’s latest book. They’re highly critical, but perhaps that’s just because everyone’s jealous of his enormous success. I am.
• Creative Review spotted a surprisingly honest set of ads from Dixons on the Tube. Nice copy – and I admire their straightforwardness, but my recent experience of buying a new laptop suggests there are much better value retailers out there. Which sort of undermines their point.

Finally, listen up London start-ups: TechHub, which aims to create a physical space for new tech companies in the city, is coming. In the meantime, if you’re looking for a less-formal place to get some work done, I recommend Londonist’s free Wi-Fi map.

Don’t they say it’s the little things that count? Well, nothing makes me smile more than spotting some text that someone’s really taken time and care over – despite it being displayed in a seemingly unimportant or innocuous location (ok, actually some things do make me smile more, but bear with me here).

Take these sugar packets I spotted at a cafe in Oxford. Ropey pictures aside, aren’t they delightful?

It’s hard to argue that text on the back of a sachet constitutes a vital part of a company’s branding. And yet it’s equally hard to deny the effect it has: when customers notice their sugar packet says “rattle in background for atmos” on the back,  it helps set that particular cafe apart from the countless others that line Oxford’s touristy streets.

The lesson here? Small things matter too. A piece of well-placed text can make your brand stand out in people’s minds. I know where I’ll head for lunch next time I’m in Oxford.

I’ve been booking a holiday recently and searching lots of sites for deals and discounts. Lonely Planet‘s hotel booking service seems to need a bit of work – it broke more than once while I was using it.

Still, at least when it fell over, it didn’t display a dull generic error message:

Check it out! It’s a picture of a knackered bus – the type you might get in some the far-flung parts of the world that Lonely Planet can help you visit. (Full size here.)

Ok, never mind that in reality you’re probably just looking for a cheap week in Benidorm. This error page is a great example of how a bit of quirkiness can turn a negative (my hotel search not working) into a bit of a positive (making me chuckle).

It certainly put a bit of a smile on my face, and I’m more likely to give the site another chance as a result.

What could your site do differently to surprise its users?